What Is a Pitch Deck and Why Does It Matter?
A pitch deck is a brief presentation - typically 12-18 slides - that provides investors with an overview of your business. It is the single most important document in your fundraising journey. According to DocSend research, investors spend an average of just 3 minutes and 44 seconds reviewing a pitch deck, which means every slide must count.
In India's rapidly growing startup ecosystem, where over 100 unicorns have been minted and thousands of startups compete for funding, a professionally designed pitch deck is no longer optional - it is a necessity.
Why Most Pitch Decks Fail
Before we dive into creating a winning deck, let us understand why 99% of pitch decks get rejected:
- •Information overload: Cramming 50 slides worth of data into 15 slides
- •No clear narrative: Jumping between topics without a compelling story arc
- •Weak financial projections: Unrealistic "hockey stick" growth without defensible assumptions
- •Poor design: Clip art, inconsistent fonts, and text-heavy slides
- •Missing the "why now": Failing to explain market timing and urgency
The 12-Slide Pitch Deck Structure
Based on our experience designing 500+ pitch decks that have collectively raised over Rs.200 Cr, here is the proven structure:
Slide 1: Title Slide
- •Company name and logo
- •One-line description (your elevator pitch)
- •Contact information
- •Keep it clean and memorable
Slide 2: Problem
- •Define the specific pain point you are solving
- •Use data to quantify the problem
- •Make it relatable - investors should immediately understand the frustration
- •Tip: Use customer quotes or real scenarios
Slide 3: Solution
- •Your product/service as the answer to the problem
- •Keep it simple - if you cannot explain it in 30 seconds, simplify
- •Show, don't tell - include product screenshots or demos
- •Highlight what makes your approach unique
Slide 4: Market Opportunity
- •TAM (Total Addressable Market): The entire market
- •SAM (Serviceable Available Market): The segment you can reach
- •SOM (Serviceable Obtainable Market): What you can realistically capture
- •Use credible sources: Statista, IBEF, RedSeer, Redseer
Slide 5: Business Model
- •How you make money
- •Revenue streams (subscriptions, transactions, licensing, etc.)
- •Unit economics: CAC, LTV, LTV/CAC ratio
- •Pricing strategy with evidence
Slide 6: Traction
- •This is the most important slide for early-stage startups
- •Revenue numbers, growth rates, user metrics
- •Key partnerships or pilot customers
- •MoM or YoY growth percentages
Slide 7: Go-to-Market Strategy
- •Customer acquisition channels
- •Sales strategy (direct, channel, online)
- •Marketing approach
- •Partnership strategy
Slide 8: Competition
- •Competitive landscape matrix (not just a list)
- •Your differentiation clearly highlighted
- •Why you win against each competitor
- •Avoid saying "we have no competition"
Slide 9: Team
- •Founder backgrounds with relevant experience
- •Key hires and advisors
- •Why this team is uniquely positioned to win
- •Include LinkedIn photos for credibility
Slide 10: Financial Projections
- •3-5 year revenue projections
- •Key assumptions clearly stated
- •Path to profitability
- •Burn rate and runway
Slide 11: Funding Ask
- •How much you are raising
- •Use of funds breakdown (product, team, marketing, operations)
- •Expected milestones with the funding
- •Valuation context (if applicable)
Slide 12: Thank You / Contact
- •Contact details
- •Next steps
- •Appendix reference for detailed data
Design Principles for Pitch Decks
The 10-20-30 Rule (Guy Kawasaki)
- •10 slides (we recommend 12-15 for Indian market)
- •20 minutes presentation time
- •30 point minimum font size
Color and Branding
- •Use your brand colors consistently
- •Maximum 3 colors throughout the deck
- •Dark backgrounds for impact, light for data-heavy slides
- •High contrast for readability
Typography
- •One font family maximum (use weight variations)
- •Headlines: 28-36pt
- •Body text: 18-24pt
- •Never go below 16pt
Data Visualization
- •Charts over tables
- •One key insight per chart
- •Label everything clearly
- •Use callouts to highlight important numbers
Industry-Specific Pitch Deck Tips
Fintech Pitch Decks
- •Lead with regulatory compliance (RBI licensing)
- •Highlight transaction volumes and security certifications
- •Show unit economics clearly (processing fees, margins)
- •Include banking partnerships
Edtech Pitch Decks
- •Showcase learning outcomes with data
- •Student retention and completion rates
- •Content library size and quality
- •B2B vs B2C strategy clarity
D2C / E-commerce Pitch Decks
- •Repeat purchase rates and basket size
- •Channel mix (own website vs marketplace)
- •Supply chain and logistics overview
- •Brand metrics (NPS, social following)
SaaS Pitch Decks
- •MRR/ARR growth trajectory
- •Churn rate and retention cohorts
- •Net Revenue Retention (NRR)
- •Product roadmap highlights
Common Pitch Deck Mistakes to Avoid
| Mistake | Impact | Fix |
|---|---|---|
| Too many slides (20+) | Investors lose interest | Stick to 12-15 slides |
| No clear ask | Investor confusion | State exact amount and use of funds |
| Unrealistic projections | Loss of credibility | Use bottom-up modeling |
| Ignoring competition | Appears naive | Show awareness and differentiation |
| Text-heavy slides | Low engagement | Use visuals, charts, icons |
| No traction data | Weak credibility | Show any validation - even pilot data |
| Generic design | Forgettable | Custom design matching your brand |
| Missing team slide | Trust deficit | Highlight relevant experience |
How Much Does a Pitch Deck Cost in India?
| Provider Type | Price Range | What You Get |
|---|---|---|
| Freelance Designer | Rs.3,000-8,000 | Basic slides, no strategy |
| Template-Based Services | Rs.5,000-12,000 | Generic structure, limited customization |
| Setup India Professional | Rs.9,999 | Custom design + market research + financials |
| Setup India Premium | Rs.11,999 | Everything + pitch coaching + unlimited revisions |
| Premium Agencies | Rs.25,000-75,000 | Full service with video production |
Why Choose Setup India for Your Pitch Deck?
- •500+ pitch decks delivered across fintech, edtech, healthtech, D2C, SaaS
- •Rs.200 Cr+ raised by our clients from top VCs and angel investors
- •CA-backed financial modeling - not just design, but defensible numbers
- •12-14 day delivery with 2 rounds of revisions included
- •Industry-specific expertise - we know what investors in your sector look for
Conclusion
A winning pitch deck is not about fancy animations or complex jargon. It is about telling a clear, compelling story backed by solid data. Whether you are raising a seed round or Series A, the fundamentals remain the same: solve a real problem, show traction, and present a credible plan to scale.
If you want a professionally designed, investor-ready pitch deck that maximizes your chances of getting funded, explore our pitch deck services or schedule a free consultation.